Not long ago, in London, a concert worthy of the four words "unprecedented" is being staged - Swedish legendary group ABBA, a virtual concert that shocked people after 40 years of comeback. ABBA boldly adopts the innovative form of "digital + music" and meets the audience as a "digital person" on a specially built virtual production stage. It hopes to keep up with the meta-universe and virtual digital person trends, break through the traditional concert format, and hold a revolutionary online virtual concert.
This virtual concert not only allows musicians to fully present the music world view and artistic imagination, and realize artistic self-expression in the virtual world; on the one hand, through virtual dress-ups, expressions, movements and special effects, it helps the audience and musicians interact more, bringing an immersive and full-real experience to the audience. On the other hand, virtual production technology mixes the lighting effects of the stage into the performance of "virtual digital avatars". The scenes change constantly with the music, allowing fans to imagine that this is a space-time dialogue from the past, present and future.
virtual concert "come to the forefront", and the performance entered the era of digital listening
In fact, after the epidemic caused a huge impact on the global offline entertainment industry, online virtual concerts ushered in a good opportunity to develop. At the same time, with the influence of the meta-universe boom and the support of virtual digital technology, many platforms such as Tencent, Douyin and iQiyi have been competing fiercely in this field. Since last year, the concerts of several of the most well-known music groups and singers, such as BTS, BLACKPINK, Billie Eilish, etc., have increased the production level of online virtual concerts through technologies and interactive methods such as XR and multi-view viewing.
Looking at the virtual online concerts launched by domestic and foreign audio-visual platforms, in addition to basic live broadcast and transmission technologies, cutting-edge technologies such as VR (virtual reality), XR (extended reality), virtual stage, virtual digital human production have been launched one after another, striving to bring users an immersive viewing experience. Online performances are entering the era of digital audition. In an era where traffic is king and content is king, who can create content that consumers are truly interested in and innovate in user experience is the key to winning. At the same time, virtual press conferences will also form a new business model and create a new music communication and consumption scenario, which has extremely high value for the current online communication channels of the music industry.
immersive virtual digital scenes lead the innovation of online activity modes
virtual concerts have great use value and practical significance for performances in content innovation and enhanced interaction. At the same time, the traditional online performance model is also experiencing the impact of technologies such as artificial intelligence, 5G and big data, and the boundary between virtual and real is also being broken by technology. Through stage effects and mirror effects, the linkage of music creates a visual style that is completely in line with the style of the music and changes accordingly, allowing the music to regain visual expression, making artistic performances no longer subject to spatial and technological limitations. More importantly, the virtual concert also allows the audience to have a brand new concert experience. In the future, the audience's interaction will change the stage in real time, and the interactive nature of virtual concerts will become stronger and stronger.
Shiyou Technology's core technology is real-time virtual digital human technology and virtual studio technology. It has been deeply involved in the field of virtual technology for more than ten years. It is committed to building a digital human factory. With practical and low-cost technologies and services, it provides enterprises and brands with diversified and creative virtual technology marketing methods such as customized virtual digital human IP, virtual scenes, and special effects displays. It can meet the needs of enterprise online virtual events and virtual program scene production, such as online virtual press conferences, online virtual live broadcasts, virtual forums, virtual concerts, etc., and we can give it more wonderful presentation methods and new ways of integrating virtual and real in the virtual world.
Although virtual concerts have not yet achieved the interaction, atmosphere and immersion brought by offline concerts, the epidemic has been repeated and the application of meta-universe has been deepened, which has accelerated the transformation of performance/concert form to a certain extent. Virtual performances are slowly showing huge market potential. The ultimate state of virtual concerts may not be seen until the meta-universe is realized. But for the music industry, this may be the core online music consumption model in the future, and the era of virtual online performance/concert is accelerating.
